Growing Western Sydney’s Visitor Economy

Bold new ideas on how to grow tourism will be discussed at the Sydney Business Chamber, Western Sydney’s Go West: Uncovering Western Sydney’s Visitor Economy conference today.

A joint Sydney Business Chamber, Western Sydney and Deloitte report, which includes 10 bold ideas on how to grow the region’s visitor economy, will be launched at the conference.

Sydney Business Chamber, Western Sydney Director David Borger said the region had a great deal of tourism potential and discussions with leading industry experts and government representatives needed to take place about what could be achieved.

“Western Sydney enjoys more than 9.6 million visitors a year and the region ranks fourth in terms of total annual visitors behind Eastern Sydney, the North Coast and the South Coast.

“This has made us realise the visitor economy is much bigger than we thought.

“We are on track to become the largest visitor economy outside of Eastern Sydney within the next decade.

“Our joint report reveals some exciting ideas, such as the potential for Western Sydney to have its own Hollywood Bowl-type outdoor music venue, a holiday park and two new major events.

“At the moment, staging an outdoor concert in Sydney requires bucket-loads of resources but if we can have permanent infrastructure here in Western Sydney for an outdoor music and entertainment venue, it will allow concert and music promoters to take full advantage of the plug and play model,” Mr Borger said.

Minister for Western Sydney Stuart Ayres said Western Sydney was showing its capacity to draw major international events and would rival the best in the world like playing host to the Polo World Cup. “More people than ever before are soaking up the blossoming tourism scene in Western Sydney, spurring on an exciting hotel infrastructure and world-class restaurant boom to give the full visitor experience,” Mr Ayres said.

“Cultural events are one of the strongest drivers of visitation: visitor numbers in one year to Parramatta, soon to be home to the Powerhouse Museum, are already at almost one million people a year,” he said. “International visitor numbers have increased by 61 per cent and domestic visitors by 65 per cent, providing a welcome boost to event organisers and local businesses.”

Deloitte Western Sydney Associate Director Ben Artup said Western Sydney had seen incredible growth in visitation over the last decade, more than any other region in NSW.

“We now need the support and strategies to leverage this growth and take advantage of a range of once in a life time opportunities that will grow the visitor economy such as the new airport, MAAS, and with many other venues transformations that are currently under way planning or delivery in Western Sydney,” Mr Artup said.

Advertising guru and PwC Chief Creative Officer Russel Howcroft said one of the biggest challenges Western Sydney was facing was how to get the most from its rapidly growing population.

“Around two busloads of people week are moving into Parramatta alone, and whilst more people means more jobs, more businesses and more opportunities, we’ve got to plan to ensure this booming region remains a fantastic place to live, work and visit.

“Innovation and creativity will of course play a major role in creating a thriving region,” Mr Howcroft said.

NRMA Group Chief Executive Officer Rohan Lund said Western Sydney was the beating heart of the NRMA, which was why the NRMA moved its head office and operations to Sydney Olympic Park.

“The region has its own unique role to play in inspiring leisure tourism, be that Penrith as an adventure centre, the natural beauty of the Blue Mountains or the incredible opportunity offered by the western parklands precinct with theme parks and the zoo,” he said.

The Go West, Uncovering Western Sydney’s Visitor Economy conference is sponsored by the Royal Agricultural Society of NSW, NRMA, City of Parramatta, Deloitte, Microhire, Sydney Olympic Park Authority and Airbnb.